Honda's presence at the National Stadium in Tokyo
The World Athletics Championships Tokyo 25 will be remembered not only for outstanding performances on the track and in the field, but also for the scale, creativity and impact of its commercial partnerships.
WCH Tokyo 25 marked a record-setting commercial milestone, bringing together 17 World Athletics sponsors and 14 Local Organising Committee sponsors – the largest combined partner group in championships history – all contributing to an exceptional global event.
The World Athletics sponsors were:
· Partners: ASICS, Honda, Seiko, Sony, TDK, Tokyo Tokyo
· Media Partners: TBS, EBU
· Supporters: Deloitte, Morinaga, Otsuka
· Suppliers: Corpay, JAL, Mondo, Nielsen, Pinsent Masons, Hisamitsu
From early engagement to innovative activations during competition, the partners were deeply embedded in the WCH Tokyo 25 journey, helping to elevate the athlete and fan experience at every stage.
Partner success stories
Many sponsors activated well before the championships began, creating momentum and connection with fans and communities. Key milestones included the ASICS Promotional Speed Race in May, the one-year-to-go and 100-days-to-go celebrations, and a range of sustainability-focused initiatives that reflected a shared commitment to responsible event delivery.
Eight partners offered their staff the rare opportunity to volunteer at the championships, joining a workforce of more than 3000 volunteers. For many, this was a once-in-a-lifetime experience that created lasting emotional connections to the event and to athletics.
Around the stadium, 16 sponsor booths and the official merchandise store formed a vibrant fan zone, while 21 behind-the-scenes tours and stadium activations welcomed about 1400 partner guests and staff. These included large-scale experiences delivered by ASICS (about 450 participants), TDK (180), Honda (180) and SEIKO (150), offering unique insight into the inner workings of a global championship.
Across competition and preparation areas, partners played a crucial role in supporting athlete performance – from timing, technology and mobility to hydration, recovery and wellbeing – reinforcing WCH Tokyo 25 as an athlete-centred championships.
Featured partners
TDK – innovation meets rebrand
WCH Tokyo 25 marked the first major global showcase of TDK’s new brand identity, unveiled on the world stage of the championships. TDK also showcased the prototype of its cutting-edge sensor technology through the javelin throw visualisation project, which could potentially bring fans closer to the technical brilliance of the event and setting new standards for data-driven storytelling in athletics.
Also as the Men’s bib sponsor, TDK supported the World Record Programme which was awarded to Mondo Duplantis.
Honda – mobility with purpose
Honda provided a diverse lineup of approximately 120 vehicles, mostly environmentally-responsible vehicles, including fuel cell electric vehicles (FCEVs), battery electric vehicles (BEV) and hybrid electric vehicles (HEVs). All Honda vehicles were provided as official vehicles which featured a special wrap designed exclusively for the WCH Tokyo 25.
Honda brought engineering ingenuity to the field with purpose-built, quarter-scale implement retriever cars, developed specifically for championship operations. The brand also debuted new mobility solutions, including UNI-ONE and Striemo, while supporting marathon operations with electric vehicles – combining innovation, accessibility and sustainability.
During the WCH Tokyo 25, for the first time in the history of the World Athletics Championships, a vehicle exhibit was placed inside the stadium. The vehicle on display at the Japan National Stadium was the Honda 0 SUV Prototype.
ASICS – energising the road to Tokyo
ASICS played a central role throughout the WCH Tokyo 25 journey. Pre-event highlights included the Promotional Speed Race, the ASICS House fan engagement hub, and extensive athlete and media activities at the CHOJO Camp training base. During the championships, ASICS delivered immersive fan experiences, hosted wide-ranging guest programmes, engaged influencers and fans, and provided bespoke workforce uniforms that became a defining visual of the event.
SEIKO – precision and heritage
As Official Timer, SEIKO supported its 19th World Athletics Championships since Rome 1987, continuing a partnership built on trust and innovation. WCH Tokyo 25 saw the introduction of advanced technologies, including VTT for sprint events, alongside the ‘Harmony of the Moments’ exhibition at SEIKO House Ginza and the creation of a WCH Tokyo 25 Original Lap Bell – blending precision, heritage and emotion.
Sony – capturing World Athletics Moments
Sony supported WCH Tokyo 25 through the World Athletics Moments digital photo gallery and physical exhibition at Sony Store Ginza. The Media Academy and extensive camera testing, helped to push broadcast and content innovation ensuring unforgettable championship moments were captured and shared around the world.
Morinaga – quiet support, big impact
Morinaga played a vital behind-the-scenes role, with over 160,000 nutritional supplements and snacks, including “in Bar," and "Hi-Chew” and the jelly drink " in Jelly," , available throughout the stadium and key operational areas. Their support kept athletes, officials and staff energised during long competition days, becoming a lifeline for many. Morinaga also deepened its engagement through a ‘plogging’ event with World Athletics Ambassadors, linking sustainability, community and sport.
Otsuka / Pocari Sweat – world-class hydration
Pocari Sweat was central to athlete and workforce hydration, with coolers positioned across the stadium, preparation zones and team areas. Along marathon and race walk routes – and even in spectator zones – Pocari Sweat helped everyone cope with demanding Tokyo conditions. Beyond hydration, Otsuka championed bottle-to-bottle recycling and worked closely with the Health & Science team on athlete hydration planning, underlining its leadership in sports science and sustainability.
Looking ahead
"By several metrics, the World Athletics Championships Tokyo 25 was our most impactful event in history, and our partners were fundamental to the commercial success of the championships," said World Athletics President Sebastian Coe. "Their innovation, commitment and belief in our sport helped us deliver an exceptional event for athletes and fans alike. We are deeply grateful for their support and proud of the collaborative spirit that defined WCH Tokyo 25.
"I'd also like to extend our thanks to Dentsu for their leadership, creativity and long-term vision. Together, our partnerships not only delivered an outstanding championships in Tokyo, but also set a strong foundation for the future growth of athletics worldwide."
World Athletics
